Old El Paso launches brand new Tortilla Bowls

A brand new, never-before-seen product from Old El Paso is hitting UK shelves this summer and is set to revolutionise ‘Chips and Dips’.

‘Tortilla Bowls’ will offer shoppers a unique bowl-shaped chip, which is ideal for scooping and dipping a range of sides, from guacamole to salsa.

The super-versatile, sea-salt-flavoured product can be customised with different fillings to create fun appetizers or deliciously crunchy canapés. This makes Tortilla Bowls perfect for a big night in with family or friends, as well as an extra shareable side at a Mexican dinner.

Mexican is a key growth driver for the World Food category, with busy young families and millennials increasingly looking for a fun yet easy to prepare meal solution.

Worth an impressive £100 million, Old El Paso is the UK leader in Mexican food. The brand is continually driving consumers into the World Food aisle and offering shoppers something that bit different to boost basket spend.

Tortilla Bowls are a perfect example – truly innovative, and offering different usage and occasions, the snack provides the ideal newness and excitement to maximise growth in tortilla chips and the overall category.

The launch will be supported by heavyweight 360 campaign, in-store shopper marketing, as well as an above-the-line campaign.

Lindsay Hill, marketing manager for meals & baking at General Mills, says: “At Old El Paso, we believe happiness is eating food with the people we love and we exist to create these easy, noisy, talky, shared moments. Tortilla Bowls build on this, offering another tasty part of a Mexican meal that can be passed around and enjoyed.

“We’ve had great feedback so far – in our consumer testing, 73% of consumers said they’d serve Tortilla Bowls as a starter, while 53% said they’d make a great canapé, which shows just how versatile they are.”

Tortilla Bowls will be available from June across both grocery and convenience.